Transform a silent concern into a powerful social experiment with film bill. This is what Creative Studio, Juan García-Escudero and Jesús Lada, has done in a campaign for child application Lingokids.

The starting point for this launch has been, as indicated by the agency in a statement, the insight that 74% of parents feel guilty for allowing their children to wear screens. But … are they really?
This is the question that “The Trial” raises, which is how the campaign is titled: a trial with 11 parents who come without knowing that they will be judged as explained from the agency. “Reactions, emotions and testimonies are 100 % authentic”says Juan García-Scuder.

The campaign marks an evolution in the brand approach, which has been working with skin for a few months Strengthen the image of Lingokids in the North American market. “It is a brave step for the brand, starting relevant cultural conversations”García-Scuder adds.

The launch began with a teaser phase outside, with a prominent presence in Times Square and other key cities in the United States. Under the motto “Are parents guilty that allow your children to wear screens?”people participated in a public vote that ignited the debate.

“The trial” now comes to solve it with a piece that has been Produced by Rome and Heavendirected by Diego Hurtado de Mendoza and that has original music from the multipremized composer Fernando Velázquez. Samy has also participated in the campaign, leading the strategy in Social Media, and Allison Worldwide, in public relations planning and execution.